A prominent assumption in modern optimal tax research is that the objective of taxation is Utilitarian.I present new survey evidence that most people reject this assumption's implications for several prominent features of tax policy, instead preferring tax policies based at least in part on a classic alternative objective: the principle of Equal Sacri…ce. I generalize the standard model to accommodate this preference for a mixed objective, proposing a method by which to make disparate criteria commensurable while respecting Pareto e¢ ciency. Then, I show that optimal policy in this generalized model, calibrated to the survey evidence and U.S. microdata, is capable of quantitatively matching several features of existing tax policy that are incompatible in the conventional model but widely endorsed in the survey and reality, including the coexistence of substantial redistribution and limited tagging. Together, these …ndings demonstrate the potential of a positive theory of optimal taxation. 277 Morgan Hall, Harvard Business School; mweinzierl@hbs.edu; and NBER. This is the working paper version of Weinzierl (2014), and it contains a set of material omitted from that published version. Portions of this paper incorporate and build on material from Weinzierl (2012), which was entitled "Why do we Redistribute so Much but Tag so Little?" I am grateful to Alan